AI-driven tools are allowing us to run smoother campaigns and deliver better client results, says BackLite Media's James Harrison.

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What OOH innovation has excited you the most recently and why?

One of the most creatively-inspiring innovations I want to see more of is the use of augmented reality (AR) in OOH advertising. AR adds a layer of interactivity and immersion that traditional ads can’t match. Imagine billboards that allow passersby to interact with virtual objects or characters overlaid on the real-world scene through their smartphones. This technology grabs attention and creates memorable experiences that enhance brand recall and engagement. It’s a fascinating blend of creativity and technology, reshaping how brands connect with their audiences in the physical world.

Are audience analytics and programmatic DOOH changing the advertising landscape?

At BackLite, we’ve integrated our inventory with global supply-side platforms (SSPs). By leveraging real-time data through AdMobilize and mobility data through Streach, we can precisely analyse foot traffic, demographics, and behavioural patterns. This enables us to create more personalised, relevant campaigns that engage specific audiences. Clients have realised that the programmatic DOOH allows for real-time optimisation and ensures that brands can maximise their reach and ROI with data-driven decisions. The acquisition by Multiply Group allows us to do something that couldn’t be done before: create scale, which is the lifeblood of PrDOOH; we can now offer massive reach across Dubai and Abu Dhabi.

Is AI making a marked difference regarding creative and operational efficiencies within the OOH space?

Yes. I can confirm that it’s here and assisting us in predicting traffic flows with AdMobilize, analysing content to enhance creativity with Neurons, and gauging attention through eye tracking to optimise content in real-time through AdMobilize and Broadsign. This opens new possibilities for brands to deliver more relevant and engaging messages. From an operational perspective, AI-driven tools are helping us streamline processes such as inventory management, media planning, and audience targeting. It’s allowing us to run smoother campaigns and deliver better client results.

How have digital technologies enhanced measurement capabilities?

They have been providing more precise and detailed data on campaign performance. We gain better insights into viewer demographics, engagement duration, and post-interaction behaviours through advanced audience tracking, location-based data, and integrated third-party platforms. These improved measurement tools enable us to deliver transparent reporting to clients, allowing them to grasp the direct impact of their campaigns and make real-time adjustments for optimal outcomes. This heightened accountability and data accuracy have transformed OOH into a vital component of every integrated marketing strategy.

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Is the journey to Programmatic just as valuable as the destination?

Our Chief Product Officer, James Harrison, poses this thought-provoking question as we gear up for the Campaign Middle East Out-of-Home event.

This panel will discuss how programmatic DOOH enables targeted and data-driven advertising through flexibility, efficiency, and real-time capabilities. Panelists will cover the technology ecosystem, including Demand-Side Platforms (DSPs), Supply-Side Platforms (SSPs), data integration, and the role of artificial intelligence (AI) in campaign optimisation.

Key topics will include advanced audience targeting, adaptive creative content, and measurement strategies. Lastly, the importance of industry standards, transparency, and collaboration will be emphasised to enhance the PrDOOH landscape.

Moderator:
→ James Harrison, Chief Product Officer, BackLite Media

Speakers:

→ Sean Gadsby, Head of Programmatic, BackLite Media

→ Andrew Hamblin, Chief Revenue Officer, LiveDOOH Signkick

→ Ashnee Thacker, Senior Account Manager, The Trade Desk

→ Yasmine AlTurk, Advanced DOOH & Digital Supply Lead, GroupM MENA

About The Event:

Campaign Middle East's annual Out-of-Home (OOH) Breakfast Briefing, will gather key stakeholders across brands, agencies, OOH providers, and adtech leaders at The Westin Dubai Mina Seyahi on the 22nd of November, 2024.

Join us for an insightful event focused on the OOH advertising sector in the Middle East, where industry leaders will address the critical need to foster stronger partnerships to drive mutual growth and innovation. Experts will share strategies to unlock significant impact for brands by increasing the share of OOH in their media mix. Panelists will also highlight the need for data-driven decision-making and post-campaign mobility analysis.

The event will also shed light on achieving greater transparency and visibility in inventory ownership, reducing visual clutter, and prioritising quality over quantity in creative assets. Delegates will have the opportunity to explore the latest approaches to measurement, including the use of attribution analytics, optimising campaign performance, understanding audience demographics, and differentiate top-performing inventory.

Furthermore, discussions will delve into the crucial aspects of sustainability and ESG, challenging stakeholders to move beyond KPIs to make a tangible impact on the ground. Here’s your opportunity to keep your finger on the pulse of all that’s happening within the industry. See you there!

Over the last years, the growth of Out of Home advertising has out-performed the ad market growth and especially since COVID, the market share of OOH is growing even faster; the latest public numbers of Ströer as well as Nielsen statistics demonstrate the acceleration of the OOH momentum in Germany.

Besides the structural challenges of other classic broadcasting media of tv, print and radio, it’s clearly the digitization of the out of home infrastructure as well as the seamless integration into the broader digital marketing universe via tech, data and content which are driving this development. In Germany, OOH is getting very close to a Nielsen-measured market share of 10%. Nevertheless it’s still an early phase of that structural shift towards OOH.

So all digital – all good? It’s always the times of success when you make most of the mistakes. The OOH industry needs to keep an eye on a couple of aspects to further strengthen its relationship with all stakeholders and business partners:

• Converting classic sites to digital screens need to go hand in hand with leveraging the new opportunities for creative and impactful solutions for advertisers: it’s not about the hardware – it’s about the outcome & ROI for clients.
• OOH and even more Digital Out of Home have the lowest carbon footprint amongst all relevant media channels – so it’s a great opportunity to work with market partners to create more sustainable marketing plans by leveraging the strengths of (D)OOH
• Especially the digital infrastructure of media owners offers many opportunities to create extra benefit for municipalities and the public: it can play a role as an information tool for citizens, an element of traffic management in cities, a feature of public warning systems as well as a marketing platform for cultural life in smart cities.

And just as most of the current momentum is digital, it’s crucial to not overseeing the importance and USPs of classic out of home. Both the impact of large visuals in the public as well as the narrow-casting opportunities for local targeting campaigns and local customers require more focus of sales teams and potentially extra investments to protect the industry’s overall infrastructure long-term.

OOH becomes more and more digital – but it’s not all digital (yet). And both is good.

Out-of-Home (OOH) advertising is a longstanding yet powerful medium for reaching broad audiences and building brand awareness. However, in today’s dynamic marketing landscape, innovation is key to keeping OOH relevant and impactful. This blog explores effective strategies to enhance OOH advertising and make the most of its unique advantages.

Understanding the OOH Advantage

OOH advertising’s strength lies in its high visibility and broad reach. Positioned in public spaces, OOH ads deliver continuous exposure across diverse geographic areas, making them a potent tool for high-impact brand visibility. Beyond reach, OOH campaigns can also be tailored to specific audiences through a range of formats and precise ad placements. The integration of data enhances this targeting capability, helping brands reach relevant consumers effectively.

Integrating Digital Efforts

Combining digital strategies with traditional OOH campaigns creates a unified brand experience across multiple channels. With technologies like dynamic content on digital billboards and interactive elements, brands can engage consumers in new and meaningful ways. This approach enables a seamless connection with the audience, enhancing the overall impact and extending the reach of both digital and physical ads.

Crafting an Effective OOH Advertising Strategy

1. Setting Clear Objectives:
A successful OOH strategy begins with clear, specific objectives aligned with overall marketing goals. These should follow the SMART framework—Specific, Measurable, Achievable, Relevant, and Time-bound—ensuring the campaign stays focused and purposeful.

2. Defining Key Performance Indicators (KPIs):
To measure OOH campaign success, relevant KPIs such as brand awareness, foot traffic, online engagement, call-to-action responses, conversion rates, and social media sentiment are essential. Tracking these KPIs allows advertisers to assess campaign effectiveness and make data-driven adjustments for future strategies.

3. Understanding the Audience:  
Audience analysis is crucial for creating impactful OOH campaigns. By understanding target demographics, behaviors, and preferences, advertisers can craft messaging and select placements that resonate with their audience. Regularly updating these insights also helps adapt campaigns as demographics and market dynamics shift.

4. Budget Allocation:
Effective budget allocation across OOH channels requires careful planning based on campaign objectives, audience needs, and the strengths of each format. A well-distributed budget ensures optimal resource use, allowing for maximum impact across different OOH channels.

5. Selecting the Right OOH Channels:
Choosing the most suitable OOH formats—such as billboards, transit ads, or street furniture—is essential for targeting specific demographics. By aligning the channel selection with campaign goals, advertisers can maximise audience engagement and strengthen brand impact.

Innovating in OOH advertising requires a strategic approach that combines traditional and digital efforts, clear objectives, relevant KPIs, audience insights, effective budgeting, and the right channel mix. By following these strategies, advertisers can create compelling OOH campaigns that resonate deeply with their target audiences, delivering measurable results in today’s competitive market.

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Retail media networks have rapidly evolved, unlocking exciting opportunities for both advertisers and retailers. By leveraging first-party data from both physical and digital channels, these networks offer valuable insights into shopper habits that strengthen omnichannel strategies.

But did you know that 82% of purchase decisions are made in-store, and 62% are impulse buys?

The power of in-store retail media is undeniable. With targeted promotions and advertising at key touchpoints, retailers and brands can shape consumer behaviour, driving sales while creating a seamless online-to-offline experience that reaches shoppers at every stage of their journey - down to the last metre, in-store.

When:

Thursday, November 14, 2024 · 5:00 a.m. Abu Dhabi (GMT +4:00)

Agenda:

• Explore how in-store media can drive last-minute purchases by reaching shoppers at key points in their journey.
• Learn how immersive, targeted content can elevate in-store shopping, creating a more engaging and personalised experience.
• Understand how in-store media provides actionable, real-time data to optimise campaigns and improve performance.
• Discover how integrating in-store media with an omnichannel strategy boosts intent and measurable sales growth.

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Presenters:
▪️ Ben Allman, Director of Sales, ANZ Broadsign
‍▪️ Sam Hegg, Head of Strategy & Planning Coles 360
‍▪️ Barry McGhee, General Manager at reooh (oOh!)
▪️Tamera Francis, Features & Premium Editor, Inside Retail Australia
‍▪️ Zoe Berends, National Business Manager, L'Oréal

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Register here: https://lnkd.in/enUxvyu6

BackLite Media, Dream League, and Sanad Village invite you to the Sustainable Carnival at Sanad Village Garden in The Sustainable City on November 9, from 4 PM to 8 PM.

As part of our BackLite26 initiatives, we are proud to support this meaningful event, which celebrates inclusivity, community, and sustainability. Enjoy a fantastic lineup of activities: inflatable slides, tasty food trucks, a bustling shopping bazaar, an animal corner with a beekeeping workshop, an open-air cinema, and live music—all hosted by Magic Phil.

Our team will be there to host roller skating activities for kids of all ages and abilities. For Dream League, this event is an important step toward creating inclusive spaces where children with special needs can enjoy active play alongside their families.

Entry is free! Please bring your reusable water bottles as we come together to support a sustainable future. We look forward to celebrating with you. Please register for free here: https://lnkd.in/dNsWseiM

Sanad Village is the region’s largest center dedicated to supporting people with autism and other developmental needs, building an inclusive environment and support network for families, helping people with special needs integrate into the community.

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The head of the World Out of Home Organization (WOO) indicates that the growth of out-of-Home (OOH) advertising, particularly in Europe, is largely driven by digital screens. Notably, digital screens account for 40% of revenues despite representing less than 10% of locations.

At the WOO Europe forum in Milan, WOO President Tom Goddard emphasised that a significant opportunity is being overlooked with classic (static) formats, which still comprise most OOH locations. For instance, in the UK, classic formats reach 90% of all adults within a week at only about 20% of the cost compared to digital formats. He referred to classic OOH as the industry's "sleeping giant."

Goddard further explained that classic advertising is a powerful branding and directional tool. He noted that major fast-food chains like McDonald's and KFC often secure long-term contracts for prime static billboard locations because they are adequate for their marketing efforts. Due to their reliability and extensive reach, classic formats are essential for comprehensive marketing strategies.

In summary, Goddard outlined his "Ten Commandments" for OOH growth:

1. Reposition the Classic Channel
2. Digitise More Inventory
3. Consolidate Ownership
4. Measure all formats in all markets
5. Automate the entire trading process
6. Collaborate more and support National Trade Associations
7. Control carbon footprints
8. Leverage the potential benefits of AI
9. Take advantage of Retail Media
10. Enjoy yourself!

Tom's insights at the WOO Europe forum provided a positive outlook for the OOH industry. By balancing the strengths of both classic and digital formats, the industry is poised for innovation and growth, promising a vibrant future for OOH advertising on a global scale.

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Historically, the out-of-home (OOH) industry has been perceived as resource-intensive thanks to its physical nature. From printed ads to always-on digital screens and illuminated billboards, the environmental impact of the medium is hard to miss. And that’s not to mention the logistics of transporting materials and maintaining physical locations.

So it may surprise people that, according to recent research by KPMG and Outsmart, the accredited OOH trade body in the UK, outdoor advertising is responsible for less than 3.5% of the advertising industry’s carbon footprint and only 3.3% of its power consumption across the region. That placed OOH as the most sustainable advertising medium in the UK, compared to Online, TV, Radio, Print and Email.

While these numbers are impressive, there’s still work to be done for OOH to become a ‘green’ sector. Sustainability is becoming crucial for the industry’s long-term viability, especially as consumers increasingly prefer environmentally conscious products and practices. As a result, brands are investing more in R&D to meet these demands, and agencies are stepping up with initiatives like incorporating sustainable materials into campaigns and setting certification standards for OOH suppliers.

Let’s take a look at the steps the OOH industry is taking to build a more sustainable future.
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Where Does OOH stand in the sustainability conversation?

According to Outsmart and KPMG’s study, OOH represents less than 1% of annual power consumption in the information communication technology (ICT) sector. The large number of personal devices in use and the data transmission networks and data centres that enable them account for 99.4% of annual ICT power consumption.

OOH is also a one-to-many platform where a single ad reaches a broad audience, making it an efficient medium for engaging with large numbers of people. The same study found that OOH emits less carbon per impression than all other media measured, coming in at 0.25g CO2eq – less than half of its closest competitor media.

So, how is the OOH industry addressing sustainability challenges? Many media owners and ad tech providers are setting their own standards for greener practices. Still, some governing bodies are forming committees to foster dialogue and encourage the adoption of sustainable business practices within the industry. For example, the World Out of Home Organization (WOO) has established a Global Sustainability Task Force that focuses on sharing best practices for companies and WOO members to implement sustainability into the heart of their businesses.

Greener practices in OOH

Compared to other advertising channels, OOH media owners have more control of the supply chain and end-to-end operations, allowing them to improve sustainability in a more direct way.

Practices include:

1. Recyclable materials and eco-friendly printing

Traditional or static billboards, typically made from PVC or vinyl, are not biodegradable and pose recycling challenges, leading to more waste in landfills. The production of these materials is energy-intensive and generates considerable waste as they require frequent replacement when ads change. Additionally, the emissions from transporting and installing these billboards add to their environmental impact.

OOH media owners are starting to make significant strides by incorporating refurbished and recyclable materials into billboards and related collateral. The construction and installation of OOH furniture are at the top of mind, with some media owners replacing steel casing wraps around panels with more eco-friendly alternatives and recyclable plastics.

Sustainable printing practices are essential to a greener OOH industry, from using eco-friendly inks like water- or soy-based varieties to partnering with companies that invest in responsible paper sourcing, advanced printing technologies, and effective waste management.

Tip: Just as brands and agencies demand certification requirements for OOH suppliers, media owners should prioritize suppliers based on their environmental credentials and sustainable product offerings.

2. Reusability programs

Once a campaign concludes, it’s important to ensure that all materials are recycled or disposed of in an environmentally responsible manner. This involves managing the disposal of used billboards and signage and informing clients about the available recycling options for their displays. Educating clients about these options helps promote sustainable practices and ensures that materials are handled in a way that minimizes environmental impact.

3. Renewable energy sources

Renewable energy, like switching to LED displays or powering digital OOH (DOOH) screens with solar or wind panels, is another area of investment for media owners. A separate study from Outsmart and PwC found that the outdoor industry has increased its use of renewable electricity to over 90%.

LED technology offers significant energy efficiency and a longer lifespan compared to traditional lighting options, making it an ideal choice for OOH suppliers aiming to reduce energy consumption and operational costs. Solar energy can also power various formats, from digital billboards to kiosks, reducing reliance on nonrenewable electricity. While the initial investment in LED and solar technology may be higher, the long-term savings from reduced energy use and maintenance are substantial. Additionally, adapting to ambient light levels based on the time of day and season and powering down digital screens during overnight hours can further enhance energy efficiency.

4. Local sourcing and community impact

Local sourcing in OOH refers to obtaining materials and services from local suppliers and vendors rather than importing them from distant locations. This approach helps reduce the carbon footprint associated with transportation and supports the local economy. In the context of OOH advertising, local sourcing might involve prioritizing nearby manufacturers for billboards and signs, working with local printing companies, or engaging local contractors for installation and maintenance.

Additionally, outdoor advertising companies must understand how their displays might affect local ecosystems and communities. Proper placement of these ads should be considered to help minimize negative impacts on both the environment and local residents.

OOH advertising’s real-world presence gives it the impact, buzz, and effectiveness that make it a valuable part of any media mix. However, it’s important to balance this tangible, in-person touchpoint with efforts to improve sustainability. By staying mindful of ways to reduce our environmental impact, we can continue to engage consumers effectively while advancing toward a greener future in advertising.

Explore the current state of sustainability in OOH and the industry’s efforts to drive environmentally conscious practices.

Doohx members can access the latest masterclass, Sustainability in OOH, by visiting the Knowledge Base online or via the doohx app. Not a member yet? Learn more here.

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The world of marketing moves at a rapid pace, yet nothing appears to break from traditional out-of-home advertising. OOH gives brands the opportunities to connect and engage with members of, and around, their target audiences in the real world. Billboards, transit ads and digital signage, among others, have been tried and true methods for decades. But as the digital marketing transformation continues to spread throughout myriad industries, one question remains: Are OOH marketers ready for the rise of AI, and can AI deliver better and more unique kinds of data?

The state of OOH marketing

Traditionally, OOH marketing has relied on a combination of art and intuition. Marketers have typically measured success using factors like foot traffic, demographics and location such as high-traffic areas to determine where to place OOH media. The effectiveness of these advertising campaigns has often been measured using broad metrics like estimated impressions and brand recall studies. While these methods have merits, they also have clear limitations in both precision and adaptability.

The introduction of digital out of home (DOOH) advertising has already begun to shift the paradigm. DOOH allows for more dynamic and targeted messaging, with content that can be changed in real time. However, the full potential of digital OOH and OOH marketing, in general, may only be realised through the integration of AI.

The potential of AI in OOH marketing

AI holds the promise of revolutionising OOH marketing by providing better and different types of data that can enhance decision-making and campaign performance.

• Real-time data analytics. AI can process vast amounts of data in real time, allowing OOH marketers to adjust campaigns at a moment’s notice and as needed, making it a highly attractive tool in a marketer’s arsenal. For example, AI can analyse weather conditions, traffic patterns and consumer behavior to optimize ad placements and content dynamically. This level of responsiveness is something traditional home advertising methods cannot match.
• Predictive analytics. AI’s ability to predict trends based on historical data is invaluable. OOH marketers can use predictive analytics to identify the best locations and times for ad placements, anticipate consumer responses and allocate budgets more effectively.
• Audience targeting and personalisation. AI can help OOH marketers better understand their audiences by analysing data from various sources, including mobile devices, social media and purchasing behavior. This information allows for more precise targeting and personalised messaging, making campaigns more relevant and engaging.
• Enhanced measurement and attribution. One of the most significant challenges in OOH marketing has been measuring campaign effectiveness. AI can provide more accurate attribution by tracking consumer interactions with OOH ads and linking them to online and offline behaviors. This data-driven approach offers a clearer picture of ROI and campaign impact.
• Creative optimisation. AI can analyse the performance of different creative assets and recommend adjustments to improve engagement. For instance, AI might suggest changing colors, fonts or messaging based on what resonates most with the target audience. This continuous optimization can lead to more effective campaigns.

How willing are OOH marketers to adopt AI?

The willingness of OOH marketers to adopt AI is influenced by several factors:

• Perceived value. OOH marketers are beginning to recognise the value that AI can bring. From predictive analytics to real-time data processing, AI offers capabilities that can enhance the effectiveness of OOH campaigns. The ability to deliver hyper-targeted messages based on real-time data is a game-changer. However, the perceived value must be strong enough to justify the investment in AI technologies.
• Technology integration. The integration of AI into existing OOH platforms and processes is another consideration. For many marketers, the adoption of AI requires a shift in mindset and operations. Those who have already embraced digital transformation are more likely to adopt AI. In contrast, those still relying on traditional methods may be slower to change.
• Education and training. A significant barrier to AI adoption is the knowledge gap. Marketers need to understand how AI works, how to interpret AI-generated data and how to apply AI insights to their campaigns. As more educational resources and training programs become available, this barrier will likely decrease.
• Cost. The cost of implementing AI can be a deterrent, especially for smaller companies with limited budgets. However, as AI technology becomes more accessible and cost effective, cost will likely become less of a barrier.
• Industry trends. As with any technological shift, industry trends play a significant role in adoption. If major players in the OOH space start using AI successfully, others are likely to follow suit to stay competitive.

The path for AI in OOH marketing is clear

The willingness of OOH marketers to adopt AI is growing, driven by the technology’s potential to transform how campaigns are planned, executed and measured. While challenges such as cost, education and integration remain, the benefits of AI are becoming increasingly apparent. As AI technology continues to evolve and become more accessible, it is likely to play a central role in the future of OOH marketing as well as other forms of advertising.

For OOH marketers, the question is not whether to adopt AI but how quickly they can do so to stay ahead of the curve. Those who embrace AI will be well-positioned to deliver more targeted, engaging and effective campaigns resulting in increased brand awareness to help surpass the competition in an increasingly competitive landscape.

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